
Burger King π π
Systems design for BK's Outdoor Digital Menu Boards (The ODMB)
Senior Designer leading UI/UX & Systems Design
The Outdoor Digital Menu Boards
Burger King's current drive thru menu board is a poster. Even with the introduction of digital menu boards, BK is still only utilizing their menus as a flat image.
How might we transform the ODMB to be a one-on-one experience with Burger King customers while focusing on business goals, operational efficiency, and celebrating loyalty and personalization?
Introduce a design system and treat the menu boards like 3 giant web pages to provide a flexible framework based on Atomic Design principles that can be tailored by day part & customer preferences.
The Current Drive Thru Menu π
Color Change Recommendations
By slightly increasing the color contrast on the ODMB, we keep the integrity of the brand colors while adhering to ADA guidelines.
Original colors
Increased contrast
Introduction of Design System Components
Menu Optimization by Day Part
Using the design system & user data, you can have a completely tailored menu for each day part. Burger Kingβs five main day parts are: βοΈ breakfast, π lunch, π₯€ snack, π½οΈ dinner, & π late night.
Breakfast
βοΈ The top categories are meals, sandwiches, sides, and beverages.
βοΈ Sides need to be in a high priority zone.
βοΈ The two best-selling subcategories for beverages are orange juice and coffee.
βοΈ Platters are not performing well during early morning/breakfast.
Lunch
π The top-selling category for lunch is meals/single sandwiches.
π Sides are the second top-selling category.
π Beverages are not a top-selling category however, they are currently in a priority zone on the menu.
π King JR., Sweets, Salads are not performing as well during Lunch.
Snack
π₯€ The top-selling category for Snack are meals/single sandwiches.
π₯€ Sides are the second top-selling category.
π₯€ Dessert should be in a medium priority slot.
π₯€ Beverages are not performing as well during Snack.
Dinner
π½οΈ The top-selling category for Dinner are meals/sandwiches.
π½οΈ Sides are a top priority category.
π½οΈ Beverages are not a top-selling category however, they are currently in a priority zone on the menu.
π½οΈ King JR., Sweets, Salads are not performing as well during Dinner.
Late Night
π The top-selling categories for Late Night are meals/sandwiches and sides.
π Beverages are not a top-selling category however, they are currently in a priority zone on the menu.
π Dessert is a medium priority zone.
π King JR., Salads are not performing well during Late Night hours.
Loyalty & Personalization
π If a customer identifies in the app while in the drive thru, the menu can completely transform to a personalized experience based on their preferences & order history.
Micro-moments
Letβs celebrate the customer when they purchase an item with double points! π